JP2010061218A - Web advertising effect measurement device, web advertising effect measurement method, and program - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To determine whether or not Web advertisements are actually viewed, and measure the time that the Web advertisements are viewed. <P>SOLUTION: A window including advertisements is displayed on a monitor 11. A URL of an advertisement site in the window, the position of the window, the size of the window, the position of a scroll bar, and information showing whether or not the window is active are stored in a window information table. The position of the advertisement in the window, and the size and content of the advertisements are stored in the advertisement site information table. The image of the face of a user is acquired, and the direction of the line of sight of the user is detected (step S3). Whether or not any advertisement exists on the line of sight is decided based on the direction of the line of sight detected in the step S3 and the display region of the advertisements determined based on various tables. When it is decided that an advertisement exists on the line of sight, an advertisement viewing time is measured, and stored in the advertisement viewing information table (step S4). <P>COPYRIGHT: (C)2010,JPO&INPIT

Description

  The present invention relates to a web advertisement effect measuring apparatus, a web advertisement effect measuring method, and a program, and more particularly, to a web advertisement effect measuring apparatus, a web advertisement effect measuring method, and a program capable of measuring an actual advertisement viewing time.

  In recent years, with the development of Internet technology, a certain position has been established in the field of web advertising. The web advertisement is a mechanism for inserting an image, a link, or a description of a product or company to be advertised on a website and presenting the information to a visitor visiting the website.

  The important factors in web advertising are the page view of the site where the advertisement is placed, the time spent on the website, and the number of link clicks. Cited Document 1 discloses an invention in which an advertiser of a web advertisement collects this information and measures how much advertising has been achieved.

Separately, as a method of measuring the advertising effectiveness when posting advertisements on bulletin boards and building windows, Cited Documents 2 and 3 include a camera mounted on the bulletin board on which the advertisement is posted, An invention for detecting which advertisement is being viewed on a bulletin board using a face recognition technique and a line-of-sight detection technique as described in Document 4 is disclosed. The inventions described in the cited documents 2 and 3 are used for measurement of advertising effectiveness, marketing, and the like.
JP 2006-323629 A Japanese Patent Laid-Open No. 11-034772 JP 2007-293544 A JP 2008-102902 A

  However, as in the invention described in the cited document 1, it is not possible to determine whether the web advertisement is actually read from the page view or the time spent on the site, or to measure the accurate advertisement viewing time. Have difficulty.

  For example, consider a case where a certain web page is opened and another work is performed for a long time without looking at the page. In this case, the web page stays for a long time, but the web page is not actually viewed. In this way, there is a difference between the staying time of the web page and the actual viewing time, so the staying time of the web page cannot be regarded as the actual viewing time.

  The inventions described in the cited documents 2 and 3 are technologies that can be implemented only when there is an advertisement at the end of the line of sight and the contents of the advertisement can be grasped. Accordingly, the inventions described in the cited documents 2 and 3 cannot be applied to a web advertisement in which there is a possibility that the advertisement does not exist ahead of the line of sight because the display area of the advertisement can be arbitrarily changed by the user. .

  The present invention has been made in view of such circumstances, and determines whether or not a web advertisement is actually viewed and measures the actual viewing time of the advertisement when the web advertisement is viewed. An object of the present invention is to provide a web advertisement effect measuring device, a web advertisement effect measuring method, and a program capable of performing the same.

  The web advertisement effect measuring device according to claim 1, wherein the web advertisement measuring device measures the viewing time of advertisements on the web page displayed on the display means of the personal computer, and displays the web page in the screen of the display means. Window information acquisition means for acquiring window information including the position and size of the window to be executed, advertisement information acquisition means for acquiring advertisement information including the position and size of the advertisement in the web page, and the acquired window information And display area acquisition means for acquiring a display area on the display means for the advertisement based on advertisement information, imaging means disposed at a predetermined position with respect to the display means, and imaging the user, and the imaging means A line-of-sight detecting means for detecting the direction of the line of sight of the user based on the image captured by A discriminating unit that discriminates whether or not there is an advertisement ahead of the user's line of sight based on a user's gaze direction and a display area on the display unit of the advertisement acquired by the display area acquiring unit; Viewing time measuring means for measuring a viewing time, which is a time when it is determined that there is an advertisement ahead of the user's line of sight based on a determination result by the means, a viewing time measured by the viewing time measuring means, Viewing information storage means for storing the advertisement information in association with each other.

  According to the web advertisement effect measuring device according to claim 1, the advertisement on the web page is displayed in the window, the window information including the position and size of the window, and the position and size of the advertisement in the web page. And the display area on the advertisement display means is acquired based on the acquired window information and advertisement information. The user is imaged, and the user's line-of-sight direction is detected based on the captured image. It is determined whether or not there is an advertisement ahead of the user's line of sight based on the display area on the display unit of the acquired advertisement and the line of sight of the user. Based on the determination result, the viewing time, which is the time when it is determined that there is an advertisement ahead of the user's line of sight, is measured, and the measured viewing time and advertisement information are stored in association with each other. Thereby, it is possible to accurately know whether or not an advertisement displayed at an arbitrary position on the monitor and posted on a web page is viewed, and when the advertisement is viewed, the viewing time of the advertisement.

  The web advertisement effect measuring device according to claim 2 is the web advertisement effect measuring device according to claim 1, wherein the window information obtaining unit obtains window information including a position of a scroll bar of the window. And

  According to the web advertisement effect measuring device of the second aspect, the window information including the position and size of the window and the position of the scroll bar of the window is acquired. Thereby, even when a window is small, the display area of the advertisement posted on the web page can be acquired.

  The web advertisement effect measuring apparatus according to claim 3 is the web advertisement effect measuring apparatus according to claim 1 or 2, wherein a plurality of windows including a window for displaying the web page are superimposed and displayed on the display means. And a means for determining whether the advertisement is viewable, wherein the viewing time measuring means measures the viewing time only when it is determined that the advertisement is viewable.

  According to the web advertisement effect measuring device according to claim 3, when the plurality of windows are superimposed on the display means, the means for determining whether the advertisement is visible is provided, and the advertisement is determined to be visible Measure the viewing time of that ad only. Thereby, more accurate advertisement trial listening information can be acquired.

  The web advertisement effect measuring device according to claim 4 is the web advertisement effect measuring device according to any one of claims 1 to 3, wherein the advertisement information acquisition unit includes information on whether or not the advertisement includes text. And the gaze detection means detects the movement direction of the user's gaze, the acquisition means obtains that the advertisement includes text, and the gaze detection means moves the user's gaze sideways. If it is determined that there is an advertisement ahead of the user's line of sight, the determination means includes means for determining that the user is reading text.

  According to the web advertisement effect measuring device according to claim 4, when it is acquired that the advertisement includes text, it is detected that the user's line of sight is moving sideways, and the advertisement is ahead of the user's line of sight. If so, it is determined that the user is reading the text. Thereby, more detailed advertisement trial listening information can be acquired.

  The web advertisement effect measuring device according to claim 5 is the web advertisement effect measuring device according to any one of claims 1 to 4, wherein at least one of a position and a size of the window displayed on the display means. The display area acquisition means acquires a display area on the display means of the advertisement according to the result of the change input.

  According to the web advertisement effect measuring device of the fifth aspect, when the change of at least one of the position and size of the window is input, the display area of the advertisement after the change is acquired. Thereby, even when the display area of the advertisement is changed by the user, the advertisement trial listening information can be surely known.

  The web advertisement effect measurement device according to claim 6 is the web advertisement effect measurement device according to any one of claims 1 to 5, wherein the advertisement information acquisition unit acquires a contact information of an advertiser of the advertisement, The present invention is characterized by comprising means for transmitting the viewing time measured by the viewing time measuring means for the advertiser's advertisement to the advertiser's contact information obtained by the obtaining means.

  According to the web advertisement effect measuring apparatus of the sixth aspect, the contact information of the advertiser of the advertisement is acquired, and the measured viewing time is transmitted to the acquired contact information. Thereby, the user can use the viewing time for measurement of advertising effect and marketing.

  8. The web advertisement effect measuring method according to claim 7, wherein the web advertisement measuring method for measuring the viewing time of the advertisement on the web page displayed on the display means of the personal computer displays the web page in the screen of the display means. Obtaining window information including the position and size of the window to be acquired, obtaining advertisement information including the position and size of the advertisement in the web page, and based on the acquired window information and advertisement information Obtaining a display area of the advertisement on the display means, obtaining an image taken by the user by an imaging means arranged at a predetermined position relative to the display means, and imaging the user; Detecting the gaze direction of the user based on the acquired image; and the gaze direction of the detected user. Determining whether there is an advertisement ahead of the user's line of sight based on the display area of the acquired advertisement on the display means; and determining whether there is an advertisement ahead of the user's line of sight A step of measuring a viewing time, which is a time when it is determined that there is an advertisement ahead of the user's line of sight based on a determination result in the step of performing, and storing the measured viewing time and the advertisement information in association with each other And a step of performing.

  According to an eighth aspect of the present invention, there is provided a program for causing a computing device to execute the web advertisement effect measuring method according to the seventh aspect.

  According to the present invention, it is possible to determine whether or not a web advertisement is actually viewed, and when the web advertisement is viewed, the actual viewing time of the advertisement can be measured.

<First Embodiment>
FIG. 1 is a schematic diagram of the overall structure of a web advertisement effect measuring apparatus 1 according to the present embodiment. The web advertisement effect measuring apparatus 1 mainly includes a control unit 10, a monitor 11, a window information determination unit 12, an active window determination unit 13, an input unit 14, an imaging unit 15, a line-of-sight detection unit 16, and an advertisement. The viewing determination unit 17, the window information management unit 18, the advertisement viewing information management unit 20, the advertisement information management unit 19, and the advertisement viewing information transmission unit 21 are configured.

  The control unit 10 functions as a control unit that performs overall control of the overall operation of the web advertisement effect measurement apparatus 1 and also functions as a calculation unit that performs various types of calculation processing. The control unit 10 has a memory area for storing firmware as a control program, a browser as a program for displaying a web page, various data necessary for control, and the like. The control unit 10 has a memory area that is used as a work area for the control unit 10 and is used as a temporary storage area for image data for display.

  The control unit 10 is connected to the Internet (not shown), and acquires various types of data such as URLs of web pages and HTML files via the Internet. The control unit 10 activates the browser, analyzes the acquired HTML file, and displays a window on which the web page is displayed at a predetermined position on the monitor 11. When input is performed by the input unit 14, the control unit 10 changes the display position of the window to the position where the input is performed.

  The control unit 10 analyzes the acquired html data to determine whether or not an advertisement is posted on the web page. If an advertisement is posted, the URL of the advertisement site and the content of the advertisement (attributes such as image data) , Whether it contains text data, both image data and text data, etc.), and the advertisement information such as the position and size of the advertisement on the web page. Information described in the meta tag can be used as the advertisement information. In addition, the control unit 10 accesses an advertisement site on which advertisements are regularly posted, acquires Html data, and acquires advertisement information. The control unit 10 outputs the acquired advertisement information to the advertisement information management unit 19.

  The monitor 11 is a liquid crystal display capable of color display, and is used as a user interface display panel when performing various setting operations.

  The window information determination unit 12 determines whether an advertisement is included in the web page displayed in the window based on the result of analysis by the control unit 10. The window information discriminating unit 12 discriminates the position and size of the window displayed on the monitor 11, and when an advertisement is included in the web page displayed on the window, an area on the monitor 11 on which the advertisement is displayed ( Hereinafter, the display area of the advertisement is calculated.

  A method for calculating the display area of the advertisement will be described. First, the window information determination unit 12 determines the position and size of the window displayed on the monitor 11. This process is performed whenever a window is displayed by the browser and when the display position of the window is changed by the input unit 14.

  FIG. 2 shows the relationship between the monitor 11 and the display position of the window. As shown in Table 1, the window information determination unit 12 acquires the display position of the window on the monitor 11 using the coordinates of the upper left point of the window (hereinafter referred to as the window position) and the size of the window. These values are output to the window information management unit 18 and stored in the window information table (detailed later).

  The window information determination unit 12 acquires the position and size of the window from the window information table stored in the window information management unit 18, and calculates the area on the monitor 11 on which the window is displayed (see Formula 1).

  Next, the window information determination unit 12 calculates an area on the window where the advertisement is displayed. In this process, when the window is displayed by the browser and it is determined that the web page displayed in the window includes the advertisement, the display position of the window in which the web page including the advertisement is displayed is input by the input unit 14. This is done each time it is changed.

  FIG. 3 shows the relationship between the window and the advertisement display area. As shown in Table 2, the window information determination unit 12 uses the coordinates of the advertisement's upper left point (hereinafter referred to as advertisement position), the advertisement size, and the scroll bar position as the advertisement display position on the window. Get. These values are output to the advertisement information management unit 19 and stored in the advertisement site information table (detailed later).

  The window information determination unit 12 acquires the advertisement position, size, and scroll bar position from the advertisement site information table stored in the advertisement information management unit 19, and calculates the position of the advertisement on the monitor 11 (see Formula 2).

  The active window determination unit 13 determines whether or not the window is an active window (a window displayed on the top of the monitor 11). The determination result is output to the advertisement viewing information management unit 20.

  The input unit 14 includes a keyboard, a mouse, and the like. The input unit 14 performs input such as active / inactive change of the window displayed on the monitor 11 and change of the position and size of the window.

  The imaging unit 15 is provided near (for example, above) the monitor 11 and continuously captures the face of the user in front of the monitor 11 according to a command from the control unit 10. The captured image is output to the line-of-sight detection unit 16.

  The line-of-sight detection unit 16 detects the user's line-of-sight direction from the user's face image captured by the imaging unit 15. Note that various known methods disclosed in Japanese Patent Application Laid-Open No. 2008-102902 and the like can be used for detection of the line-of-sight direction.

  The advertisement viewing discriminating unit 17 displays an advertisement ahead of the user's line of sight based on the line-of-sight direction detected by the line-of-sight detection unit 16 and information described in the window information table and the advertisement site information table (detailed later). Determine if it exists.

  The advertisement viewing determination unit 17 determines that the advertisement is not displayed on the monitor 11 when x and y calculated by Expression 2 are not included in the range of x and y calculated by Expression 1. When x and y calculated by Expression 2 are included in the range of x and y calculated by Expression 1, it is determined that the advertisement is displayed on the monitor 11.

  When it is determined that the advertisement is displayed on the monitor 11, the advertisement viewing determination unit 17 (described in detail later) calculates x and y areas satisfying Equation 2 as the advertisement display area.

  Then, the advertisement viewing determination unit 17 calculates the coordinates on the monitor 11 where the line of sight detected by the line of sight detection unit 16 intersects the monitor 11, and the calculated coordinates are displayed in the advertisement display area calculated by Equation 2. If included, it is determined that there is an advertisement ahead of the user's line of sight.

  The window information management unit 18 saves and manages a window information table that is a table displaying window information related to the window on the monitor 11. As shown in FIG. 4, the window information table includes the URL of the advertisement site acquired by the control unit 10, the window position input from the window information determination unit 12, the size of the window, the position of the scroll bar, and the active window. The active / inactive discrimination result (hereinafter referred to as a window state) discriminated by the discrimination unit 13 is stored in association with each other.

  The ID of the window information table is a numerical value or character string uniquely assigned to each window, and the ID column in FIG. 4 indicates the window ID. The URL field indicates the URL of the advertisement site included in the web page displayed in the window, the window position indicates the position on the monitor 11 of the window, and the window size indicates the window. The scroll bar indicates the position of the scroll bar on the window. The status column indicates whether the window is active or inactive. In FIG. 4, the window position, the window size, and the scroll bar position are displayed in pixels. However, the display is not limited to pixel display.

  When a new window is opened, the window information management unit 18 adds the newly opened window data input from the window information determination unit 12 or the active window determination unit 13 to the window information table. In addition, the window information management unit 18 uses the data in the window information table 12 when the window position of the opened window, the window size, the scroll bar position, and the window state are changed. Alternatively, the data is rewritten to the changed data input from the active window determination unit 13.

  The advertisement viewing information management unit 20 stores and manages an advertisement site information table, which is a table of information on advertisement sites for which advertisement effects are measured. As shown in FIG. 5, the advertisement site information table is acquired by the control unit 10, the URL of the web page acquired by the control unit 10, the advertisement position input from the window information determination unit 12, and the advertisement size. Save it in association with the content of the ad.

  The ID of the advertisement site information table is a numerical value or a character string uniquely assigned to each advertisement, and the ID column in FIG. 5 indicates the advertisement ID. The URL column indicates the URL of the advertisement site as in FIG. 4, the advertisement position column indicates the position of the advertisement on the window, and the advertisement size column indicates the size of the advertisement on the window. The advertisement content column shows the attribute (text or image) of the advertisement. In FIG. 5, the advertisement position and the advertisement size are displayed in pixels, but the present invention is not limited to pixel display.

  The advertisement viewing information management unit 20 adds the newly opened advertisement data input from the window information determination unit 12 or the control unit 10 to the advertisement site information table when a window including an advertisement is newly opened. To do. In addition, the advertisement viewing information management unit 20 changes the advertisement position in the advertisement site information table and the advertisement position when the window position of the opened window, the size of the window, the position of the scroll bar, and the window state are changed. The size is rewritten to the changed advertisement position and advertisement size input from the window information determination unit 12 or the active window determination unit 13.

  The advertisement information management unit 19 stores and manages an advertisement viewing information table that is a table displaying advertisement viewing information. As shown in FIG. 6, the advertisement viewing information table includes the URL of the web page acquired by the control unit 10, the ID of the advertisement site information table (hereinafter referred to as advertisement ID), the advertisement viewing start time, and the advertisement trial listening end time. And the advertisement audition time are stored in association with each other.

  The ID of the advertisement viewing information table is a numerical value or character string uniquely assigned to the advertisement viewing information, and the ID column in FIG. 6 indicates the advertisement ID. The column of advertisement ID indicates the advertisement ID as in FIG. When the same advertisement is viewed a plurality of times, a plurality of data having the same advertisement ID and different IDs in the advertisement viewing information table are stored in the advertisement viewing information table.

  The advertisement viewing start time is time information at the moment when the advertisement viewing determination unit 17 determines that there is an advertisement ahead of the user's line of sight. The column of the advertisement viewing start time includes the date and time of the moment. Is displayed. The advertisement trial listening end time is time information at the moment when the user's line of sight is determined to be out of the advertisement by the advertisement viewing discriminating unit 17, and the date and time of the moment are displayed in the column of the advertisement viewing end time. Is done. The advertisement trial listening time is calculated by subtracting the advertisement viewing start time from the advertisement trial listening end time, and is displayed in seconds. The advertisement viewing time is not limited to display in seconds, but may be displayed in minutes or hours.

  The advertisement information management unit 19 creates an advertisement viewing information table when the browser is started, updates the advertisement viewing determination unit 17 every time the advertisement viewing determination unit 17 determines the viewing of the user's advertisement, and the advertisement viewing information table when the browser is closed. Is closed (there is no update after that). When the browser is launched again, the advertisement information management unit 19 creates a different advertisement viewing information table.

  The advertisement viewing information transmission unit 21 is implemented by a commonly used TCP / IP protocol or the like, and transmits information stored in the advertisement site information table of the advertisement viewing information management unit 20 to the advertiser in an arbitrary form. . When the advertisement information management unit 19 closes the advertisement viewing information table, the advertisement viewing information transmission unit 21 transmits the data of the advertisement viewing information table collectively. Note that the method of transmitting information to the advertiser is not limited to this, and mail may be used. The mail address can be acquired by analyzing the html data acquired by the control unit 10.

  In the present embodiment, the advertisement viewing information management unit 20, the advertisement information management unit 19, and the advertisement viewing information transmission unit 21 are provided in the web advertisement effect measuring device 1, but the advertisement viewing information management unit 18, the advertisement information The management unit 19 and the advertisement viewing information transmission unit 21 may be provided in a server device or the like separate from the web advertisement effect measurement device 1, and the server device and the web advertisement effect measurement device 1 may be connected via a network.

  The operation of the web advertisement effect measuring apparatus 1 configured as described above will be described.

  At the same time when the control unit 10 activates the web browser, the window information determination unit 12 acquires the advertisement position of the window displayed on the monitor 11, the advertisement size, and the position of the scroll bar, and sends them to the advertisement information management unit 19. Output. The active window determination unit 13 determines whether the window displayed on the monitor 11 is active, and outputs the determination result to the advertisement information management unit 19. The window information management unit 18 stores the input information in the window information table.

  The window information determination unit 12 acquires information such as the URL, window position, and window size of the advertisement site currently displayed on the monitor 11 and outputs the information to the window information management unit 18. The advertisement information management unit 19 stores the input information in the advertisement site information table.

  The above processing is performed whenever the window configuration displayed on the monitor 11 is changed, and the window information table and the advertisement site information table are updated. Furthermore, the advertisement site information table is updated every time the control unit 10 periodically acquires Html data and the advertisement information is output to the advertisement information management unit 19.

  Thereafter, the control unit 10 starts creating an advertisement viewing information table. FIG. 7 is a flowchart illustrating a flow of processing for creating the advertisement viewing information table according to the first embodiment.

  The control unit 10 acquires the window information table and the advertisement site information table, and determines whether the window of the web page including the advertisement is displayed on the monitor 11 (step S1).

  When the window of the web page including the advertisement is not displayed on the monitor 11 (NO in step S1), step S1 is performed again.

  When the window of the web page including the advertisement is displayed on the monitor 11 (YES in step S1), the control unit 10 issues a command to the active window determination unit 13, and the active window determination unit 13 determines in step S1. It is determined whether or not the window determined to contain the advertisement is an active window (step S2). The determination result is input to the control unit 10.

  If the window determined to contain the advertisement in step S1 is not an active window (NO in step S2), step S2 is performed again.

  When the window determined to include the advertisement in step S1 is an active window (YES in step S2), the control unit 10 issues a command to the imaging unit 15, and the imaging unit 15 is in front of the monitor 11. The user's face is continuously imaged, and the line-of-sight detection unit 16 detects the user's line-of-sight direction from the image of the user's face imaged by the imaging unit 15 (step S3). The detected line-of-sight direction of the user is input to the advertisement viewing determination unit 17.

  The advertisement viewing determination unit 17 measures the position on the screen ahead of the user's line of sight from the line-of-sight direction detected by the line-of-sight detection unit 16 in step S3. Further, the advertisement viewing determination unit 17 acquires the window information table and the advertisement site information table, and acquires the display area of the advertisement displayed in the active window based on the data stored in these tables. Then, the advertisement viewing determination unit 17 determines whether the position on the screen ahead of the line of sight is within the display area of the advertisement based on these pieces of information.

  The advertisement viewing discriminating unit 17 acquires the latest table every time the window information table or the advertisement site information table is updated. Thereby, even when the user moves the window to a desired position, the area where the advertisement is displayed can be grasped. Therefore, the advertisement viewing determination unit 17 can reliably determine whether there is an advertisement ahead of the user's line of sight.

  Next, the advertisement viewing time of the user is measured. The advertisement viewing determination unit 17 acquires the time when the position on the screen ahead of the line of sight enters the advertisement display area as the viewing start time, and the time when the position on the screen ahead of the line of sight comes out of the advertisement display area Is acquired as the viewing end time. The data acquired by the advertisement viewing determination unit 17 is output to the advertisement viewing information management unit 20. The advertisement viewing information management unit 20 calculates the advertisement viewing time from the viewing start time and the viewing end time. Thereby, advertisement viewing time is measured.

  The advertisement viewing information management unit 20 stores the advertisement ID of the viewed advertisement, the viewing start time, the viewing end time, and the advertisement viewing time in the advertisement viewing information table. Thereby, an advertisement viewing information table is created (step S4).

  The process of step S4 is continuously performed until the control unit 10 ends the web browser, and the advertisement viewing information table is updated as needed.

  When the control unit 10 terminates the web browser, the update of the advertisement trial listening information table is terminated and the contents of the advertisement trial listening information table are transmitted to the advertiser (step S5). Thereby, the advertiser can know which advertisement was viewed at which time zone and the viewing time of the advertisement. Since the measured advertisement viewing time is an accurate value, it is effective for measuring the advertising effectiveness, marketing, and recommending advertisements.

  According to the present embodiment, whether or not the advertisement displayed at an arbitrary position on the monitor is viewed even when the display area of the advertisement is changed by the user moving the window on the monitor or the like. It is possible to accurately know advertisement preview information such as viewing time.

  In the present embodiment, the advertisement viewing information table data (advertisement viewing start time, advertisement viewing end time, and advertisement viewing time) is transmitted to the advertiser. However, the period of viewing the advertisement only has to be transmitted to the advertiser. Only the advertisement viewing start time and the advertisement viewing end time may be transmitted, or only the advertisement viewing time may be transmitted.

  In this embodiment, the advertisement viewing information table is created for all advertisements. However, the advertisement viewing information table may be limited to the advertisement to be measured. Whether the advertisement is a measurement target can be determined by the control unit 10 analyzing the html data and referring to a tag described in the metadata.

  In this embodiment, dedicated software is used to display windows and advertisement viewing information. However, a general-purpose browser is used to display windows, and dedicated software is used to view advertisements. Information may be acquired.

  In this embodiment, an advertisement included in an active window is targeted for measurement. However, if the window is not displayed on the full screen, a part of the inactive window may be visible to the user. Conceivable. Therefore, the display area of the advertisement included in the inactive window is calculated, and when the display area does not overlap the display area of the active window, the advertisement is also measured in addition to the advertisement in the active window. Thus, more effective measurement is possible.

  Moreover, although this Embodiment demonstrated the case where an advertisement was displayed in the web page displayed on the window, it is not restricted to when an advertisement is displayed on the same window as a web page, A web page and another window are displayed. It can also be applied when an advertisement is displayed at. In this case, the presence or absence of viewing and the like can be confirmed by acquiring the position, size, and the like of another window in which the advertisement is displayed.

  The web advertisement effect measuring device 1 further includes an image analysis unit that analyzes the image of the user's face obtained by the imaging unit 15 to detect gender and age, and the user's gender together with the advertisement viewing start time and the advertisement viewing end time. The age may be stored in the advertisement viewing information table. Thereby, further detailed analysis and marketing can be performed. Note that various known techniques can be used as a method of analyzing sex and age from facial images.

<Second Embodiment>
In the first embodiment, it is determined whether or not there is an advertisement ahead of the user's line of sight, and the viewing start time and the viewing end time are acquired based on the determination. It is also possible to acquire detailed information.

  In the second embodiment of the present invention, when an advertisement is text, it is checked whether or not the text is read. Hereinafter, the web advertisement effect measuring apparatus 2 according to the second embodiment will be described. In addition, about the part same as 1st Embodiment, the same code | symbol is attached | subjected and description is abbreviate | omitted.

  The line-of-sight detection unit 16 detects the user's line-of-sight direction from the image of the user's face captured by the imaging unit 15, and changes the line-of-sight with time, for example, whether the line of sight has stopped or in which direction the line of sight moves Detect whether or not.

  The operation of the web advertisement effect measuring apparatus 2 configured as described above will be described. Since the creation and updating of the window information table and the advertisement site information table are the same as those in the first embodiment, description thereof will be omitted and the advertisement viewing information table creation process will be described. FIG. 8 is a flowchart illustrating a flow of processing for creating the advertisement viewing information table according to the second embodiment.

  The control unit 10 acquires the window information table and the advertisement site information table, and determines whether the window of the web page including the text advertisement is displayed on the monitor 11 (step S6). Whether or not the content of the advertisement is text can be determined by referring to the advertisement site information table.

  If the window of the web page including the text advertisement is not displayed on the monitor 11 (NO in step S6), step S6 is performed again.

  When the window of the web page including the text advertisement is displayed on the monitor 11 (YES in step S6), the control unit 10 issues a command to the active window determination unit 13, and the active window determination unit 13 It is determined whether or not the window determined to include the text advertisement in S6 is an active window (step S2). The determination result is input to the control unit 10.

  If the window determined to include the text advertisement in step S6 is not an active window (NO in step S2), step S2 is performed again.

  When the window determined to include the text advertisement in step S6 is an active window (YES in step S2), the control unit 10 issues a command to the imaging unit 15, and the imaging unit 15 is in front of the monitor 11. The user's face is continuously imaged, and the line-of-sight detection unit 16 detects the user's line-of-sight direction from the image of the user's face captured by the imaging unit 15 (step S3). The detected line-of-sight direction of the user is input to the advertisement viewing determination unit 17.

  The advertisement viewing determination unit 17 measures the position on the screen ahead of the user's line of sight from the line-of-sight direction detected by the line-of-sight detection unit 16 in step S3. Further, the advertisement viewing determination unit 17 acquires the window information table and the advertisement site information table, and acquires the display area of the advertisement displayed in the active window based on the data stored in these tables. Then, the advertisement viewing determination unit 17 determines whether the position on the screen ahead of the line of sight is within the display area of the advertisement based on these pieces of information.

  The advertisement viewing discriminating unit 17 acquires the latest table every time the window information table or the advertisement site information table is updated. Thereby, even when the user moves the window to a desired position, the area where the advertisement is displayed can be grasped. Therefore, the advertisement viewing determination unit 17 can reliably determine whether there is an advertisement ahead of the user's line of sight.

  Furthermore, the advertisement viewing determination unit 17 issues a command to the line-of-sight detection unit 16, and the line-of-sight detection unit 16 detects in which direction the detected line of sight of the user is moving. The detected movement direction of the user's line of sight is input to the advertisement viewing determination unit 17.

  When the movement direction of the user's line of sight input from the line-of-sight detection unit 16 is horizontal, the advertisement viewing determination unit 17 determines that the text of the advertisement is being read. Then, the advertisement viewing determination unit 17 acquires the time when the advertisement text is determined to be read as the viewing start time. Further, the advertisement viewing determination unit 17 sets the viewing end time when the movement direction of the user's line of sight input from the line-of-sight detection unit 16 is no longer horizontal or when the user's line of sight is no longer in the display area of the advertisement. get.

  The data acquired by the advertisement viewing determination unit 17 is output to the advertisement viewing information management unit 20. The advertisement viewing information management unit 20 calculates the advertisement viewing time from the viewing start time and the viewing end time. Thereby, the viewing time of the text of the advertisement is measured.

  The advertisement viewing information management unit 20 stores the advertisement ID of the viewed advertisement, the viewing start time, the viewing end time, and the advertisement viewing time in the advertisement viewing information table. Thereby, an advertisement viewing information table is created (step S8).

  The process of step S8 is continuously performed until the control unit 10 ends the web browser, and the advertisement viewing information table is updated as needed.

  When the control unit 10 terminates the web browser, the update of the advertisement trial listening information table is terminated and the contents of the advertisement trial listening information table are transmitted to the advertiser (step S5).

  According to the present embodiment, it is possible to know not only whether an advertisement displayed at an arbitrary position on the monitor is being viewed but also detailed information such as whether the text of the advertisement is being read.

  Note that the present invention can be applied not only to a device such as a shared PC installed in a cafe or the like, but also to a portable device such as a camera-equipped mobile phone. In addition, the present invention is not limited to an apparatus, and can be provided as a program applied to an apparatus such as a PC.

1 is a block diagram of a web advertisement effect measuring device 1 to which the present invention is applied. It is a figure which shows the relationship between the monitor 11 and the display position of a window. It is a figure which shows the relationship between a window and the display area of an advertisement. It is an example of a window information table. It is an example of an advertisement site information table. It is an example of an advertisement viewing information table. It is a flowchart which shows the flow of the production process of the advertisement viewing information table of the web advertisement effect measuring apparatus 1. It is a flowchart which shows the flow of the production process of the advertisement viewing information table of the web advertisement effect measuring apparatus.

Explanation of symbols

1, 2: Web advertisement effect measuring device, 10: control unit, 11: monitor, 12: window information discrimination unit, 13: active window discrimination unit, 14: input unit, 15: imaging unit, 16: line of sight detection unit, 17 : Advertisement viewing discrimination unit, 18: window information management unit, 19: advertisement information management unit, 20: advertisement viewing information management unit, 21: advertisement viewing information transmission unit

Claims (8)

In a web advertisement effect measuring device for measuring a viewing time of an advertisement on a web page displayed on a display means of a personal computer,
Window information acquisition means for acquiring window information including the position and size of a window for displaying a web page in the screen of the display means;
Advertising information acquisition means for acquiring advertising information including the position and size of the advertisement in the web page;
Display area acquisition means for acquiring a display area on the display means of the advertisement based on the acquired window information and advertisement information;
An imaging unit disposed at a predetermined position with respect to the display unit and imaging a user;
Gaze detection means for detecting the gaze direction of the user based on the image taken by the imaging means;
Whether there is an advertisement ahead of the user's line of sight based on the user's line-of-sight direction detected by the line-of-sight detection means and the display area on the display means of the advertisement acquired by the display area acquisition means Discriminating means for discriminating;
A viewing time measuring means for measuring a viewing time, which is a time when it is determined that there is an advertisement ahead of the user's line of sight based on a determination result by the determining means;
Viewing information storage means for storing the viewing time measured by the viewing time measurement means in association with the advertisement information;
A web advertisement effect measuring device comprising:   The web advertisement effect measuring apparatus according to claim 1, wherein the window information acquisition unit acquires window information including a position of a scroll bar of the window. Means for determining whether or not the advertisement is visible when a plurality of windows including a window for displaying the web page are superimposed on the display means;
The web advertisement effect measuring apparatus according to claim 1, wherein the viewing time measuring unit measures the viewing time only when it is determined that the advertisement is viewable. The advertisement information acquisition means acquires information on whether or not the advertisement includes text,
The line-of-sight detection means detects a movement direction of the user's line of sight,
The acquisition means acquires that the advertisement includes text, the line-of-sight detection means detects that the user's line of sight is moving sideways, and the determination means determines that there is an advertisement ahead of the user's line of sight. 4. The web advertisement effect measuring device according to claim 1, further comprising means for determining that the user is reading a text when the user is read. Means for changing and inputting at least one of the position and size of the window displayed on the display means;
5. The web advertisement effect measuring device according to claim 1, wherein the display area acquisition unit acquires a display area on the display unit of the advertisement according to the change input result. 6. . The advertisement information acquisition means acquires an advertiser contact information of the advertisement,
6. The apparatus according to claim 1, further comprising means for transmitting the viewing time measured by the viewing time measuring means for the advertisement of the advertiser to the contact information of the advertiser obtained by the obtaining means. The web advertisement effect measuring device according to claim 1. In a web advertisement measuring method for measuring a viewing time of an advertisement on a web page displayed on a display means of a personal computer,
Obtaining window information including the position and size of a window for displaying a web page in the screen of the display means;
Obtaining advertisement information including the position and size of the advertisement in the web page;
Obtaining a display area on the display means of the advertisement based on the acquired window information and advertisement information;
Obtaining an image taken by the user by an imaging means arranged at a predetermined position with respect to the display means and imaging the user;
Detecting the line-of-sight direction of the user based on the acquired image;
Determining whether there is an advertisement ahead of the user's line of sight based on the detected line-of-sight direction of the user and the display area on the display means of the acquired advertisement;
Measuring a viewing time, which is a time when it is determined that there is an advertisement ahead of the user's line of sight based on a determination result by the step of determining whether there is an advertisement ahead of the user's line of sight;
Storing the measured viewing time and the advertisement information in association with each other;
A web advertisement effect measuring method comprising:   A program for causing a computing device to execute the web advertisement effect measuring method according to claim 7.

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